Vitamin Water has discovered an epidemic that they’re calling “Boredom”. The popular beverage is battling this persistent condition with their new national ad campaign, “Make Boring Brilliant”. A series of television commercials and YouTube videos are encouraging consumers to use the hashtag #makeboringbrilliant to let them know what, in their lives, the healthy drink can make more exciting!

InNew York City, "commuting throughColumbus Circle" must have been a popular tweet, as the station’s long corridor has been taken over to create an exciting interactive experience. The subway riders’ normal route to their trains has been transformed with bright, colorful and engaging vinyl wallscapes that list hundreds of different things that the beverage can make brilliant.

Most notably, the interactive corridor features three massive video screens at its center. The screens intrigue straphangers with a curious red button, accompanied with an invitation, “Bored? Press here for brilliance”.  With the integration of captive touch technology, participants can actually press the giant button, opening doors behind the button to open to reveal a “brilliant” surprise.

Behind those doors, whether it’s a man painting on a beard, “finger fu”, or boxing astronauts, Vitamin Water’s exciting campaign certainly adds a much-needed flavor to theColumbus Circlecommute.